Duration: 12 Months
Location: Melbourne, Victoria
Objective: Increase rankings for high-intent keywords on organic search results, boost local visibility, and drive qualified leads primarily through phone calls via organic search.
The Challenge
The client, a local gold and silver buyer, faced intense competition from national chains and marketplace aggregators. Despite steady paid campaigns, organic visibility was limited, with high competition on local search results, few number of keywords ranking in top 10 SERP positions, almost no traffic from AI chat platforms and weak engagement metrics on the website.
Key Issues Identified:
- Low visibility for transactional and local keywords.
- Limited website content and missing local intent signals.
- Weak Google Business Profile presence and inconsistent NAP data.
- Low authority backlinks and minimal brand trust online.
The Strategy
GoingIT developed a full-funnel SEO strategy focusing on technical health, content authority, and local market trust.
[Note for Chirag – Blue font colour anchor text needs to have a dedicated post or landing page as pillar content]
1. Technical SEO & Website Cleanup
- Fixed crawl errors, duplicate tags, and sitemap issues.
- Improved Core Web Vitals and mobile responsiveness.
- Enhanced structured data and local business schema.
- Incorporated llms.txt for training AI chatbots.
2. Keyword & Content Optimisation
- Targeted 85+ core and long-tail phrases around cash for gold and scrap gold Melbourne.
- Rewrote service pages with optimised headings, semantic keyword placement, and conversion-driven CTAs.
- Added “how-to” focused content through supporting blogs, etc.
- Introduced an FAQ block optimised for AI Overview / featured snippet visibility.
3. Local SEO & Map Optimisation
- Updated Google Business Profile with keyword-rich descriptions, high-quality images, and regular updates.
- Built citations in credible Australian directories.
- Added structured landing pages to improve local coverage.
4. Authority & Link Acquisition
- Secured backlinks from jewellery blogs, Melbourne business directories, and industry pages.
- Promoted shareable content such as comparison gold price guides to attract natural links.
- Incorporated the live price of Gold on the website to help clients with the latest information through the website.
5. Measurement & Continuous Refinement
- Used GA4 + Search Console to monitor keyword trends and user engagement.
- Implemented monthly dynamic tracking Looker Studio reports with actionable insights.
The Results
| Metric | May–Aug 2025 | Aug–Nov 2025 | % Growth |
| Organic Sessions | 20,343 | 41,143 | +102.25% |
| Engaged Sessions | 11,252 | 23,123 | +105.5% |
| Avg. Engagement Time | 43 sec | 54 sec | +24.95% |
| Total Events | 83,968 | 177,652 | +111.57% |
| Key Conversions | 595 | 1,125 | +89.08% |
Highlights:
- Organic channel now contributes 55.65% of all traffic.
- Key Conversion rate improved by 89%.
- Average engagement time increased by 24.95%, showing improved user relevance.
- Leads nearly doubled within the same 90-day window.
The Impact
The project transformed the client’s online visibility.
Within 12 months:
- The business became a top local result for gold and silver-related searches in Melbourne.
- Organic sessions and leads increased steadily quarter-over-quarter, reducing reliance on paid channels.
- Improved content depth and site structure established long-term authority and trust.
Key Takeaways
- Local intent matters: Optimising for location-based queries created immediate gains in visibility and trust.
- Content depth drives engagement: Informative, keyword-rich content increased dwell time and conversions.
- Data-driven iteration: Regular monitoring and refinement produced consistent month-on-month improvements.
About GoingIT
GoingIT is a Melbourne-based digital agency specialising in SEO, web development, and digital growth strategies.
We help Australian businesses strengthen their online presence through measurable, ethical, and performance-driven marketing.
